Independent wine merchants are backing Australia’s regional wines with customer tastings and Aussie-themed wine festivals.
Wine Australia’s Regional Heroes initiative is its “most comprehensive training programme to date”, according to the generic body.
Over the next six weeks, 38 independent wine merchants will highlight Australian wines from across the continent, with the spotlight on Victoria, the principal sponsor. Activity will include in-store tastings supported by visiting Australian winemakers, promotions and wine festivals.
A diverse range of regionally distinct wines has been used for the training programme including Mornington Peninsula and Yarra Valley Chardonnay to Rutherglen Muscat and Grampians Shiraz.
The initiative will culminate in a ten day visit to Australia in June for the independent merchant judged to have run the most successful promotional campaign for Australia’s Regional Heroes.
Regan Schwartz, market development manager at Wine Australia, said: “We have been delighted with the take up to the promotion, as this year Regional Heroes will reach over 150 independent retail outlets.
“Businesses have been very receptive to the range of wines we have presented, and aside from education we are confident that new business has been achieved as a result of this activity.”